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Dates & Times
Start Date/Time: Monday, March 15, 2010 at 8:00am
End Date/Time: Tuesday, March 16, 2010 at 5:00pm
Venue/Location
Reed Smith LLP
599 Lexington Avenue
22nd Floor
New York, NY 10022
Course Description
Course Description
This is an intensive 2-day, hands-on immersion into the fundamental techniques and building blocks that create a powerful and profitable brand. You will learn that brand building requires a unique combination of skills: marketing science and communication arts. You will have an opportunity to explore and practice each during the learning experience.
The first part of the seminar will introduce you to a five-step process for effective brand building. The rationale behind each step will be explained. Numerous recent examples of how each step in the process has been applied by successful brands will be provided. You will work with classmates on a case study to get hands-on experience applying each of the concepts you are learning.
The second part of the seminar will explore issues that arise after a brand has been successfully developed and launched. These include measuring success, determining brand architecture, developing brand extensions and globalizing a brand. For each of these issues you will learn concepts and techniques used by other successful brands. You will again have the opportunity to apply what you learn working on a case study with your classmates.
Who Is This Course For?
Product/brand managers, integrated marketing managers, advertising/communication managers,marketing strategy planners, and senior professionals who wish to cultivate their brand strategies and refine their leadership skills.
Key Takeaways
•• Employ a disciplined 5-step process to create a powerful brand
•• Learn and practice tools and techniques for implementing each step in the process
•• Explore techniques for creating a unique verbal and visual brand identity
•• Gain insights into how the human brain responds to different brand messages both at the conscious and sub-conscious levels
•• Examine methods to maintain the consistency of a brand message across many touch points
•• Investigate best practices for building a brand dashboard
•• Learn the fundamentals of brand architecture and how successful companies use different approaches
•• Discover the concept of a brand "domain" and how this can help guide a successful brand extension strategy
•• Understand why some brands are global but most are not, and how to determine the geographic growth potential of your brand
•• Learn best practices from a multitude of B-to-B and B-to-C branding case histories and examples throughout the 2 days
Class Agenda
|
Module |
Content Summary |
|
Principals of BrandPositioning |
• Brand positioning defined • Basic positioning principles • 5 classic brand positions • Hands-on: Analyze the positioningof several brands |
|
Identify the target |
• Introduction to market segmentation • Hands-on: 3 step exercise todevelop and apply targeting andsegmentation |
|
Understand the targetʼs needs |
• Hierarchy of need concept • Hands-on: Build a hierarchy ofneed for a specific case |
|
Make a differentiated brand promise |
• Building blocks of a brandpositioning -Points of Parity vs. Points ofDifference -Reasons to Believe -The Brand Promise • Hands-on: 3 step exercise to builda "Brand Bullʼs Eye" |
|
Create a unique identity |
• The power of names and symbols • Criteria for brand names & symbols • Hands-on: Assessment of selected brand names & logos |
|
Module |
Content Summary |
|
Understanding thebrain: using emotionand rational persuasion |
• The Triune Brain theory • Hands-on: Examine linkagebetween brain functions and the hierarchy of needs • Archetypes and storytelling • Hands-on: Critique various brandcampaigns to determine how theyare appealing to the brain |
|
Measuring brand equity |
• What is brand equity? • Types of brand metrics • Building a brand dashboard • Hands-on: Selecting branddashboard metrics for a specific case |
|
Determining brandarchitecture |
• Corporate brand architecture: 3models • Hands-on: Select a brand architecture for a specific case • Brand architecture for productlines: differentiating by segment,price point, etc. • Hands-on: Analyze your companyʼs brand and productarchitecture |
|
Extending the brand |
• Growth through brand extension • The concept of a brand domain • Hands-on: Building a branddomain map for a specific case |
|
Globalizing the brand |
• Why a global brand? • Global brands are the exception,not the rule • 5 steps to building a global brand • Hands-on: Analyze whether aspecific case should be a local,regional or global brand |
Class Instructors
Richard CostelloPresident and Founder
MagicEcho Consulting
Prior to founding MagicEcho, Richard worked for 22 years as the “brand guru” for GE. He led the development and implementation of the long running “We Bring Good Things to Life” advertising campaign. During his career, Richard provided marketing counsel to every GE business including light bulbs, jet engines, plastics,& appliances, NBC, financial services, and medical systems. This has given him an extraordinary diversity of business and marketing experience. Additionally, he was part of the business team that transformed the culture of GE from a sleepy bureaucracy to a lean, aggressive growth machine.
Born and educated in London, England, Richard started his career in the British advertising industry. He moved to the United States in 1973. He worked for ad agency McCann Erickson both in London and New York before joining GE in 1980.
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